Ultra HD TVs Are Getting Cheaper

What's a pixel worth?

The Ultra HD price wars have started already. The Wall Street Journal and TWICE have confirmed that LG is lowering the price of the company’s 2013 4K televisions as well as the price of the flagship curved OLED TV.

Yes, that same curved OLED TV price that LG seemed to be firmly sticking to when Samsung announced its own cheaper one.

So what does this price war, so early in the evolution of these two new technologies (Ultra HD and OLED) say about the premium TV business? It could say several different things. Are consumers having lukewarm reactions to the technologies? Is the lack of 4K content part of the problem? Is the pricing perceived to be too high for the value of the experience? Are the TV manufacturers more focused on market share leadership than profits?

Is 1080p good enough (the home theater projector manufacturers seem to think so).

All of the above probably apply.

One thing a savvy shopper might take away from this is that it’s never a good idea to be the first person to buy a new technology. Wait a few months, and the price will come down significantly.

Will we see more price drops like this as the holiday shopping season approaches? I don’t think so, at least not so dramatically. These price reductions put the major manufacturers all on a fairly level field, but probably still leave a little room to recoup the new tech investments the companies made. If anything I would expect bundled offers—soundbars, tablets, smartphones and Blu-ray players offered free or reduced with a premium TV purchase.